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    Going Global A Founder’s Big Bet

    Eyal Levy thought Yogibo would be big in Japan. How could he best expand the brand?
    by LEIGH BUCHANAN Oct 01, 2017 2 minutes
    SINKING FEELING A Yogibo beanbag chair in action. Its playful and unusual shape invites a customer to try it out before buying.

    BY 2013, EYAL LEVY HAD SPENT four years building Nashua, New Hampshire–based Yogibo into a successful fun-and-friendly lifestyle brand centered on its body-hugging beanbag chairs. The Japanese market tempted him. How could he expand there?

    “You want a simple model when things are unfamiliar,” says Levy. Franchising stores would provide the experience Yogibo was known for. But Levy was daunted

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